“We’ll help drive rounds and revenue” is the most overused sales pitch in golf. It’s used every day by peddlers of gadgets, gizmos, systems, and concepts. The problem is and always has been: How do you know for sure whatever investment you make is paying off? Most often times you don’t, and trust us when we tell you that those selling gadgets, gizmos, systems, and concepts count on exactly that.
Pellucid’s Sharper Edge Marketing is different for one important reason – we track everything. 2013 was a very good year for our Sharper Edge clients, and the numbers prove this out:
• Every client beat what the weather gave them. One client had 15% fewer Golf Playable Hours (GPH) than 2012, but rounds were only down 11% and total revenue down 10%. Without knowing the weather this would be considered a bad year. But against the weather, this course did pretty well.
• Across all clients Course Utilization increased 4%. Revenue Per Available Round (RevPAR) increased 9%. How do we know? Because we quantify weather’s impact, a Pellucid exclusive service.
• The overall revenue increase was driven by volume, not by rate. How do we know? Because revenue per played round was up 1% while total revenue was up 5% and rounds were up 4% across all Sharper Edge clients. Rate held.
• Unique customer counts increased an average of 8%, and that’s good because average spending per customer was flat. Finding new customers (where did they come from, other courses maybe?) was a key element in the marketing.
• 81% of a client’s top 60% revenue customers returned in 2013. Can you measure this with your “analytics?”
If any of what we detailed above is important to you (and we think it should be), contact us today. Call Harvey Silverman at 650.362.3229, or email him at harvey@pellucidcorp.com. He’ll respond promptly. If you’re going to be at the PGA Show in Orlando, we can also connect in person there to discuss your needs and how we could add more certainty to your 2014 efforts to develop your customer base.
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